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Liquid plastic-free, natural, vegan, ethical haircare, containing British sourced ingredients that have never been used in hair products before… introducing Shrub.

Shrub is a new type of beauty brand that wants to speak to a new type of consumer – one who makes a conscious choice about what they buy and wants to know their beauty is in good hands whilst caring for the world around them.

We’re a brand with a moral compass and a philosophy centred around the natural environment, which results in an ambition to create outstanding products that are sustainable, efficacious and ethically sourced.

Smaller than 1mm in size, liquid plastics pose a much bigger problem than other microplastics as they are impossible to retrieve from our waterways. Unbeknownst to most beauty consumers, they are commonly found in haircare, skincare and bath products to make them more spreadable; then rinsed down our drains which are not only ingested by our marine life, but also us.

Shrub is completely liquid plastic-free and our Make The Change, See The Change campaign aims to educate consumers on the harmful effects that liquid plastics inflict on our environment and to human health.


With our ethics and values at the heart of what we do, we’ll strive to always be completely transparent with our consumers. From the science and story behind the brand to how we’re working towards our recycling goals, we want our consumers to feel empowered that they’re making the right purchase decisions for them. Our bottles and lids are fully recyclable but our pumps currently aren’t. We’re working on it!

Naturally sourced

With our pledge to be one of the most authentic and genuine beauty brands in the UK market, it made sense to reflect this with the ingredients carefully selected for our products. We’re very pleased to announce that Shrub will be the first haircare brand to use the remarkable oil from the lunaria plant, more commonly known as the Honesty plant. Lunaria is an indigenous plant grown along the East coast of England. The oil is converted within 200 miles of Northstar Lipids farm, therefore meaning the carbon footprint production is very low. As our core ingredient, we know it creates a healthy environment for hair to grow, as well as improving the shine of the hair. Other key ingredients, sourced from Blue Sky Botanics in Herefordshire, include nettle, elderflower and white willow

Liquid plastics

Liquid plastics are the smallest form of plastic as they are invisible to the naked eye and therefore non-retrievable from the ocean. We literally wash them out to sea in our haircare which are ingested by fish and in turn ingested by us. Liquid plastics are commonly used to make products more ‘spreadable’ and can be found in all sorts of beauty products from face cream and sunscreen to shampoo and shower gels, and even lipsticks too. Only carefully chosen, high performance, plant-derived polymers, cellulose and protein, naturally biodegradable thickeners and film-formers have been used in our products, achieving the same desired hairstyle effects without harming the environment